Client: Casa de la Amistad (youth cancer support services)
Why I like it: Cannes is right around the corner, so this is the time of year where you see an outpouring of public service initiatives that use the force of creativity for a good cause. It has become challenging to stand out in this area due to the sheer numbers; and the questionable nature/execution of some of these ideas has opened the door to cynics and “haters”. So it’s a wonderful thing when an idea like this one gets made. It’s unassailable. It just…makes sense, right from the very start. I love how they hit the right tone in the first line: it’s not a solution, or a cure, it’s just “…a nice way to help,” and who can dispute that? The idea itself is brilliant, and the way it’s executed is uplifting. One of those “everybody wins” scenarios that is fresh, fun, and brand-relevant. It left me with a smile on my face, and for that, a big “rock on!” to my colleagues in Ogilvy Mexico.
Why I like it: Advertising is so hard that you pretty much have to hit all the variables perfectly, and have a little bit of luck too, for it to “work”. And yet, every so often there is as ad which is clearly flawed, but somehow still manages to transcend and deliver the message with impact…I guess these are the exceptions that prove the rule? This film is far from perfect, especially at the end…the twist is a little jarring, the premise a bit difficult to understand, the logic a little strained. And yet…it just, works for me. The storytelling element is so strong, so lovingly shot, and so enhanced through the narration, that it overwhelms our defenses and manages to deliver the message. A missed opportunity…or really well done? Perhaps a bit of both!
Why I like it: I’m far from being pet lover, and yet this campaign for pet adoption managed to strike a nerve. At its core is a wonderfully strong insight of “who really ‘saves’ who?” The art direction and photography perfectly matches the contemplative mood of the piece. And the copywriting is lovely, it’s not afraid to go into detail and build a complex story, yet it remains ambiguous enough so as to be true to work in both directions and deliver on the insight. Subtle, nuanced, emotional work from Mexico.
Every morning I scour the web and look at the latest ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!
This one is actually from San Francisco…but for airing in Mexico, so I bent the rules a bit!
Why I like it: Often in big productions what ends up counting are the little details. This ad is visually impressive, with a cool freeze technique to show the stoppage of time. But within that cool visual feast, what caught my eye was the very subtle acting of the people that were frozen. It could have been over-the-top obvious, but it wasn’t. It was a sparkle in the eye, a slight bend in the corner of the mouth. Really lovely. Now, if I’m honest I’ll say that in my opinion the core idea is nice, and well connected to coffee…but it’s hardly revolutionary. And the integration of the coffee into the ad should have been much stronger (and this I think is the critical fault of the ad). But it’s Friday, and so today I’m feeling generous and all is forgotten. This ad from twofifteenmccann captured my imagination. Have a great weekend!
Every morning I go to adsoftheworld.com and other sites and look at 10 random ads (in any medium) from around the non-US world*. Then I post for you my Ad of the Day. Some days it will be awesome, some days it will be pretty weak. But it’s the Ad of the Day!
Why I like it: When you tell an ad in less than 30 seconds (this one is 25), it’s a neat exercise in distilling everything down to a simple message, told in a memorable manner. I must stress than in many ways this is harder to do than a beautiful mini-film lasting 90 seconds. You just have time for the message, and nothing else, and you have to tell it in a way that sticks. I think they nailed it here. This one is a Cannes Gold Lion winner.